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Google Under New EU Scrutiny Over Alleged Search Ad Price Manipulation

By  |  February 12, 2026

Google is once again under scrutiny in Europe as regulators examine whether the company has manipulated advertising prices on its search platform, adding to a long list of antitrust challenges in the region.

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    The European Commission has begun a preliminary investigation into whether the tech giant distorted ad auction mechanisms in a way that may have inflated costs for advertisers. According to Bloomberg, EU officials are reviewing concerns that Google may have “artificially increasing the clearing price” in its advertising auctions, potentially harming businesses that rely on its platform.

    Details of the inquiry emerged in a Feb. 9 letter sent to companies that may have been affected, a copy of which was seen by Bloomberg. In the correspondence, the Brussels-based regulator indicated that the conduct under review, if substantiated, could breach European Union competition laws. Such violations can result in penalties of up to 10% of a company’s global annual revenue.

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    As part of the early-stage probe, regulators have distributed formal requests for information to market participants, seeking insights into Google’s influence across various segments of the online advertising ecosystem. While the investigation has not yet been formally launched, it could soon be announced publicly by Competition Commissioner Teresa Ribera, according to people familiar with the matter who spoke on condition of anonymity, per Bloomberg.

    Related: Google Faces EU Antitrust Challenge From Publishers Over AI

    The latest development adds to mounting legal pressure on the Mountain View, California-based company. According to Bloomberg, the European Union has already imposed approximately €9.5 billion ($11.3 billion) in fines against Google in previous antitrust cases. A new case could increase that total and potentially complicate diplomatic relations, particularly with the Trump administration.

    Similar accusations have surfaced in the United States. The US Department of Justice previously sought to require Google to divest its Chrome browser as part of a broader antitrust case, although a federal judge in Washington rejected that proposed remedy.

    Beyond the advertising probe, Google is confronting additional regulatory challenges in Europe. Under the European Union’s Digital Markets Act (DMA), the company has been given a six-month deadline to remove technical barriers that limit competing artificial intelligence-powered search assistants on Android devices and to provide certain data access to rival search engines.

    The company is also facing potential sanctions under the DMA over claims that it prioritizes its own services within search results and restricts app developers from directing consumers to alternative purchasing options outside of the Play Store. Additionally, regulators are examining whether Google unfairly suppresses certain news content in its search rankings.

    Source: Bloomberg